Hotel promotions in Singapore, Malaysia, & Indonesia

This project purports to study the finer details of the promotions strategies of hotels in Singapore, Malaysia, and Indonesia. In each country, we will attempt to draw the differences between the 3-star and the 5-star hotels. Promotions, being traditionally one of the four pillars of marketing, s...

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Main Authors: Aw Yong, Michelle Min Yie, Chua, Lynette Cheng Yin, Koh, Jin Kiat
Other Authors: Nanyang Business School
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/51512
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-515122023-05-19T05:44:57Z Hotel promotions in Singapore, Malaysia, & Indonesia Aw Yong, Michelle Min Yie Chua, Lynette Cheng Yin Koh, Jin Kiat Nanyang Business School Roberta Wong - Leung DRNTU::Business This project purports to study the finer details of the promotions strategies of hotels in Singapore, Malaysia, and Indonesia. In each country, we will attempt to draw the differences between the 3-star and the 5-star hotels. Promotions, being traditionally one of the four pillars of marketing, seems to be an area not really covered in its full glory in the marketing mix of most hotels. There is extreme emphasis on product, both in the tangible and intangible areas; pricing, where it is seen as a major competitive force, and distribution, the old cliche about the importance of location, location, location requires no repetition. In the three countries studied, promotions seem to be secondary and most of the promotions undertaken were on a reactive basis, though there are more promotional programmes that are now more proactive in nature. Promotions should be an integral part of the marketing mix of any hotel as communications from the service provider to the customer ~ past, present or potential is crucial to ensure success. We have approached this study from the point of view of the customer as we feel that the customer is of the utmost importance to a business. Indeed, without customers, no business can survive. Hence, the customers are the ultimate determinants of the success of hotels promotional efforts. In addition to the analysis of the current promotional practices, this research also seeks to forecast possible future trends in promotional methods and media in the hospitality industry. Hence, this research could be used as a reference for determing the possibie means with which hotels could reach their target customers more effectively and efficiently in future. BUSINESS 2013-04-04T04:30:13Z 2013-04-04T04:30:13Z 1996 1996 Final Year Project (FYP) http://hdl.handle.net/10356/51512 en Nanyang Technological University 166 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business
spellingShingle DRNTU::Business
Aw Yong, Michelle Min Yie
Chua, Lynette Cheng Yin
Koh, Jin Kiat
Hotel promotions in Singapore, Malaysia, & Indonesia
description This project purports to study the finer details of the promotions strategies of hotels in Singapore, Malaysia, and Indonesia. In each country, we will attempt to draw the differences between the 3-star and the 5-star hotels. Promotions, being traditionally one of the four pillars of marketing, seems to be an area not really covered in its full glory in the marketing mix of most hotels. There is extreme emphasis on product, both in the tangible and intangible areas; pricing, where it is seen as a major competitive force, and distribution, the old cliche about the importance of location, location, location requires no repetition. In the three countries studied, promotions seem to be secondary and most of the promotions undertaken were on a reactive basis, though there are more promotional programmes that are now more proactive in nature. Promotions should be an integral part of the marketing mix of any hotel as communications from the service provider to the customer ~ past, present or potential is crucial to ensure success. We have approached this study from the point of view of the customer as we feel that the customer is of the utmost importance to a business. Indeed, without customers, no business can survive. Hence, the customers are the ultimate determinants of the success of hotels promotional efforts. In addition to the analysis of the current promotional practices, this research also seeks to forecast possible future trends in promotional methods and media in the hospitality industry. Hence, this research could be used as a reference for determing the possibie means with which hotels could reach their target customers more effectively and efficiently in future.
author2 Nanyang Business School
author_facet Nanyang Business School
Aw Yong, Michelle Min Yie
Chua, Lynette Cheng Yin
Koh, Jin Kiat
format Final Year Project
author Aw Yong, Michelle Min Yie
Chua, Lynette Cheng Yin
Koh, Jin Kiat
author_sort Aw Yong, Michelle Min Yie
title Hotel promotions in Singapore, Malaysia, & Indonesia
title_short Hotel promotions in Singapore, Malaysia, & Indonesia
title_full Hotel promotions in Singapore, Malaysia, & Indonesia
title_fullStr Hotel promotions in Singapore, Malaysia, & Indonesia
title_full_unstemmed Hotel promotions in Singapore, Malaysia, & Indonesia
title_sort hotel promotions in singapore, malaysia, & indonesia
publishDate 2013
url http://hdl.handle.net/10356/51512
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